The Pricing Strategy Research Of Online Medical Platform Form The Perspective Of Two-sided Market

Online medical refers to providing medical care by means of internet or the mobile internet,any medical service whose procedures contain internet or mobile internet could be called online medical service.With the development of the internet technology and people’s eager desire to health,online medical platform has been born at the right moment,whose emergence and development provide patient and doctor with brand new channel to communicate.Online medical platform sustainable development more depends on the ability that online medical platform can profit in the market,than the support of the internet technology.Charging bilateral user transaction fees is one of the main profit model of online medical platform,and platform overall efficiency enhancement depends on reasonable pricing strategy.Reasonable pricing strategy can not only reflect the service quality and value of the platform,but also act as an important tool to adjust the structure of user-platform and the user scale.Therefore,the bilateral user&apos’s pricing strategy is critical for online medical platform,and it is one of the key procedures of the existence and development of online medical platform.From the theoretical perspective of bilateral market theory,the research based on the characteristics of patients and doctor,as well as the online medical platform.Then a mathematical model is established to study the pricing problems of online medical platform under the market environment of monopoly and competition,and the pricing Suggestions of online medical platform are given according to the research conclusion.Firstly,this paper systematically combed and reviewed the literature related to online medical platform and bilateral market theory to lay a theoretical foundation for the later research.Secondly,this paper analyzes the structure and characteristics of online medical platform from the perspective of bilateral market theory.Then,based on the online medical platform and the characteristics of the patients with bilateral users and doctors,from the perspective of two-sided market theory,monopoly environment online medical platform pricing model is established,by solving the model analysis,the monopoly pricing strategy of online medical platform is concluded,we also studied users one-off subsidy policy&apos’s influence on the platform in the environment of online medical platform of bilateral monopoly environment;Then,on the basis of the competitive environment,the online medical platform pricing model is established by means of Hotelling model,by solving the model analysis,online medical platform pricing strategy is concluded under the competitive environment,we also studied the impact of bilateral users one-time subsidies policy on platform under the competitive environment.Finally,this paper simply compares the similarities and differences of pricing strategies of online medical platforms in two environments:monopoly and competition.Major conclusions of this thesis are as follows:(1)The optimal profit of online medical platform is not correlated with the consultation fee paid by the patient to the doctor.(2)The transaction fees charged by online medical platform for doctors decrease as the quality of consultations increases,and the transaction fees charged for patients increase as the quality of consultations increases.(3)On online medical platform,the higher the cost of per unit medical resources of doctors,the lower the transaction fee charged by online medical platform for doctors and the higher the transaction fee charged for patients.(4)The higher the cost of unit waiting time of the patient,the higher the transaction fee charged by online medical platform for the patient and the lower the transaction fee charged for the doctor.(5)The higher the quality of doctor consultation on online medical platform,the greater the cross-network externality of bilateral users,the greater the optimal profit of the platform in a competitive environment,and the smaller the optimal profit of the platform in a monopoly environment.(6)For an online medical platform in a monopoly environment,a one-time subsidy strategy for bilateral users will reduce the profit of the platform;for a platform in a competitive environment,a subsidy strategy for bilateral users may either reduce or increase the profit of the platform.